Success requires shamelessness. So too does failure. Doing something different means you might underperform, but it also means you might change the game entirely. If you do what everyone else does, you’ll get the same results that everyone else gets.[*] Best practices aren’t always the best. By definition, they’re average.

Effective redesign requires that we loosen the shackles of the familiar and ask why things are the way they are, and whether there’s a better way. To make these discoveries, I recommend that you start asking some “stupid” why questions: